Derivation of Hypotheses
Based on the discussion about brand loyalty effects of brand communities in section 2.4.2 and the analysis of previous brand community studies, section 3.1.1 examines the influences of firm-established brand community membership before section 3.1.2 distinguishes between different types of community members. Part 3.1.3 focuses on the interrelation between brand loyalty and displayed lead user characteristics.
KeywordsConsumption Activity Brand Loyalty Loyal Customer Lead User Brand Community
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